External audit on Carnival Corporation

When considering what type of environment depth psychology to do certain things should be taken into consideration this is do to with the fact that different industries will c on the whole for different requirement. For ex axerophtholerele bazaar in a multinational conjunction so it may be more concerned with political issues thus local client perceptions or the node demographics. Johnson & Scholes (1999), David (2001) and lynch (2000) all agree that organisations or managers should adjust and change according to an environment analysis.Mullins (1999), Johnson & Scholes (1999) and Lynch (2000) all agree that a good starting academic degree for an remote analysis would be the fellow analysis. PEST intend political, economic, socio-cultural and technological (see appendix 1). The PEST analysis is only a very general analysis of the external environment. This is why a nonher audit should be used to inform and bleed analysis (Johnson & Scholes, 1999 104).If a compa nionship wants to plan for the future Johnson & Scholes (1999), Lynch (2000) and Mintzberg, Ahlstrand & Lampel (1998) all agree that the scenario planning is all about the bulky term. Johnson & Scholes (1999) and Lynch (2000) agree it is one way to help companies sounding into the future. One thing that companies must understand is that scenarios argon concerned with peering into the future, not predicting the future (Lynch, 2000 111)Scenario planning is about considering factors that could affect the company for example if at that place was a terrorist attack in the future on one of the Carnival cruise liners. What steps could be taken to prevent the attack or to make sure that the customers ar safe?In all industries customers argon the ones that buy the product or use the attend to this may be other companies or the general public. This is why analysing the customers and market segmentation is very important. It is important for organisations to understand that custo mers have different characteristics and needs (Johnson & Scholes, 1999 129).Lynch (2000) states that there are three important issues that should be conceded when analysing the organisations customers. The primary is to come upon the organisation customers and market. The second is its segmentations and its strategic implications. The final one is the role of the customer service and quality.Porters Five Forces model (see appendix 2) is a more in-depth analysis of an organisation it focuses more on strategy so companies give notice adopt opportunities and protect them self from threats. The five forces are1. The bargain power of suppliers2. The bargaining power of buyers3. The threat of potential new entry4. The threat of substitutes5. The result of competitive rivalry.(Lynch, 2000125)One of the best ways to describe Porters Five Forces example is a high force can be regarded as a threat becauseit is likely to reduce profit. A low force, in contrast, canbe viewed as an opp ortunity because it may allow thecompany to absorb greater scratch.(Wheelen & Hunger, 1998 61)It is argued that customers are the most important part of the vexationCustomers demand satisfaction and expect more.It is no longer sufficient to solely satisfy customersThey need to be delighted, both internally andExternally.(Mullins, 1999 869)This is why customer analysis is so important to Carnival with out any customers the company would not generate any revenue. One thing that they do cognize it that the disposable income of young couples and families has increased over the last fifty years. What they are trying to do it tell the target market that cruising is an alternative pass available for everyone.Carnival believes that 93 percent of North Americans have not taken a cruise at some stage. This gives then a target of almost 100 percent of North Americans that they can win, to go on one of their cruises. This is due to the fact that they can try and attract the people that have already been on a cruise.Carnival is the first modern Cruise Company and tries to promote its ships as fun ships. With a price that can compete with land based vacation resorts. This is why they are the leaders and innovators of the cruising industry. They know that the cruising industry have three main(prenominal) market segments. The first is contemporary then premium and finally opulence this is why they have entered into all three market segments.One thing that is very important to Carnival is the customer service that they provide. As salutary as a high level of service they want to domiciliate a product that will attract the customers. This is why they tenderise a package that will allow passengers to stop at exotic ports of battle cry as well as a premier eatery service. What they are trying communicate is that the ship is not just a means of transport but the vacation it self and the ports of calls are bonuses for the customers. This is why they sally such ente rtainment as live music, dancing, night-clubs, movies as well as a casino this is the entertainment in the evenings.Carnival wants to offer a high level of service this is why their holidays start when you bags are label for the ship. After that moment you would not need to pick your bags up because it would be delivered to your cabin. When on board waiter on the ship will offer you drink while they help you to find your way around. With a restaurant service that could rival any top land based restaurant in terms of variety in food and wine. With this sort of service they can keep on attracting the customers that in turn create the profits that the organisation wants.